Archive for the 'search engine optimization' Category

How the web is driving the new rules of marketing and PR

Did You Know…

92% of people use the Web to evaluate purchase options, yet less than 30% of businesses allocate dollars for online marketing.

 

Over 30 % of online visitors go to social media sites.

 

Gen Y (aged 18 to 28) is the most Internet-savvy group, spending more time online than they do watching television, with 42 percent watching online video at least once per month.

 

The older Generation X (aged 29 to 42) also use technology extensively for more task driven needs, especially when they intersect with business and family.

 

*This research is part of Forrester’s 2008 North America Technographics Benchmark survey which gathered data from around 61,000 consumers in the US and Canada.

 

 

“The New Rules of Marketing and PR” – How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly

For decades, marketers have relied on buying expensive advertising and begging for media coverage. We interrupted “prospects” with our egotistical “messages” in the hopes of generating interest from buyers (who usually ignored us anyway), but the Internet is a marketing channel that is dramatically changing how we perform. As marketers, we must shift our thinking from mainstream marketing to the masses to a strategy where we target specific audiences and niches we want to reach.

Writing news releases is no longer just for when we have big news.  Now we write news releases that highlight our ideas and stories and we distribute them online so that our buyers and constituents can get them on the news search engines and vertical content sites.  As Meerman points out, the “Internet has made public relations public again after years of almost exclusive focus on media.”

The online marketing channel requires more than a big idea with great creative and a one-way message. Smart marketers now communicate with buyers through content rich Web sites, blogs, YouTube videos, e-books, and other online media that buyers actually want to consume. To succeed in marketing online, we need to adapt to using these very direct and interactive social media strategies. These mediums help us communicate and engage customers in places where we have no physical presence but where the customer can find out about what we offer and how we can meet their needs. The products and services offered by tuned-in companies resonate with people who willingly buy without being coerced. 

 If you would like to learn some of the new criteria for marketing & PR and how to succeed in a digital world, then come listen and ask questions of David Meerman Scott, a nationally renowned speaker and best-selling author of The New Rules of Marketing and PR.

 Scott will be the keynote speaker at the Advertising Federation of Northwest Pennsylvania’s Erie Ad Day on Thursday, September 25 from 8 a.m. to 2 p.m. at the Sheraton Erie Bayfront Hotel, 55 West Bay Drive, in downtown Erie. The full-day professional development event will focus on the theory, tactics and technologies driving the advertising and marketing communications industry.

Learn how to leverage the potential that Web-based communication offers. A step-by-step action plan for harnessing the power of the new rules of marketing and PR will be provided, showing how to identify audiences, create compelling messages, get those messages to the most consumers possible, and lead those consumers directly into the buying process. Told with many case studies and real-world examples, this a practical discussion about the new reality of PR and marketing.

 Register online at: http://www.afnwpa.org/membership/creative_spark_registration

Or register by phone at (814) 451-8677.

Listen to Podcast

Get the lowdown on the New Rules of Marketing and PR in a podcast interview with David right here:   http://www.ebizitpa.org/audio/davidMScott.asp

 

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Discover Paid Search from A to Q

eBizITPA hosted a conference on December 6, 2007, entitled “SEM II: Join the Evolution.” The event was a great success, providing its attendees with some first rate information on the basics of search engine marketing, both paid and natural, as well as the steps that need to be taken in order to get started.

The conference kicked off with Neal Rabogliatti’s presentation on SEO, which was discussed in further detail in a prior post, The Next Step in SEO Presentations.

After a short break, Justin Seibert of Direct Online Marketing spoke on paid search marketing in his presentation, Get Found Fast! Learn Paid Search Marketing from A to Q. Seibert delivered an informative and dynamic presentation, incorporating some introductory information with more advanced, instructional information meant to assist individuals in creating a paid search campaign.

Paid ads are those that companies purchase, using paid search marketing programs such as Google Adwords and Yahoo! Search Marketing. They are usually listed at the very top and right hand sides of organic search results, although their location differs from search engine to search engine. Seibert continued by explaining how purchasing paid search ads on Google, Yahoo!, or other search engines differ. As of October 2007, Google owned 58.5% of the market share, followed by Yahoo! at 22.9%. Seibert noted that, although Microsoft search engines only had 9.7% of searchers, they are growing steadily, and should not be ignored.

The benefits of paid search are many, including:

  • immediate results, instead of waiting 2-6 months for search engines to crawl and index your site.
  • budget control: allows you to set a certain monthly spending, and then stops placing your ads once your monthly limit is hit.
  • geographic reach: allows you to customize the geographic areas that are reached by your ads instead of simply broadcasting them to the entire region.
  • Result based: the results are fully trackable; you know right away if it is working or not.

At this point, Seibert began talking about how paid search is NOT for everybody. He laid some guidelines, saying that it is probably NOT for you if:

  • You are a monopoly/ oligopoly: there is not much competition with keyword terms because you are the only, or one of two companies that provide the product or service.
  • Are in a search competitive industry with a small budget: in this situations, keyword terms are at very high bid rates, and some companies would use up their monthly allocated budget very quickly with little results.
  • Can only sell to a small geographic area which has yet to adopt to technology.

Once a company decides that paid search is right for them, they should decide if they should do it in house or hire an outside firm to handle it for them. Generally, if the company has a small budget, they should try in-house paid search. It is when time and resources are lacking when companies should decide to use an outside agency to handle search campaigns for them.

Begin a Paid Search Campaign!
Seibert then began a comprehensive tutorial for those who would decide to try in-house paid search marketing. The first step is to set up an account with the search engine you would like your ads to appear on.

  1. Set up an account
  2. Decide which geographic area you would like to target
  3. Write your ad: carefully choose your headline, description lines, and display URL.
    1. It is recommended that you use the Keyword Insertion Tool: this will insert the keyword the individual searched for into the headline of your ad so that they will be more likely to click the link due to relevancy.
  4. Choose your keywords after carrying out basic keyword research. Related keywords are usually suggested by your search provider after you create your ad.
  5. Set your budget and max bids

Tips for Better Results
Seibert also had a variety of tips and resources for anybody who decides to take on paid search marketing in house.

  • Positioning: you do not need to be #1. Aim for the top five search results instead, so that you’re not pouring your resources into a one or two spot difference.
  • Pick actual keywords being used by those searching for you, not keyword terms that you, as an expert of your business industry, would necessarily use.
  • Landing pages: generally, do NOT send people to your home page, but to a page on your site which would be most relevant to what they searched for.
  • Check out the competition: if a competitor is doing a good job, try to copy their techniques in order to compete.
  • Don’t forget to test everything so you know if it’s working!
  • Again, test everything!

Overall, Seibert’s presentation was very in depth and informational, containing specific instruction on how to get started implementing paid search. This is the type of information the “do it yourself” individuals are looking for. For more information, contact Seibert on his own website, Direct Online Marketing.

The Next Step in SEO Presentations

During the SEM II- Join the Evolution Conference on December 6, 2007, Neal Rabogliatti’s presentation on how to implement Search Engine Optimization (SEO) was, in my opinion, the missing portion of most SEO presentation and articles readily available today. Not only did Rabogliatti present the basics, but he suggested specific steps to take to implement SEO, a step many professionals are reluctant to take unless they are working directly for a client at a high hourly rate.

Introducing… SEO
Rabogliatti began by presenting an “E-Strategy Process,” where he explained seven phases of optimizing a site for both search engines and user friendly design.

  1. Define your goal: be as specific as possible
  2. Discovery: who is our specific audience?
  3. Research: find the terminology that should be used to appeal to the largest audience
  4. Compiling and Arranging: decide on the terms you should use in the site
  5. Review and test the keyword terms in order to modify your keyword selection
  6. Execute the plan: have a web developer create and launch the site
  7. Market, Promote, Optimize and Maintain the site

Rabogliatti stressed the importance of the initial planning phases in order to implement the most effective SEO plan. He also mentioned that, if possible, the web developer should be a part of all phases in order to increase his understanding of the goals.

The discussion then led to a basic explanation of SEO, including how search engines usually rank sites. The search engines first send out “spiders” that crawl your site, finding the pages linked to your site, and therefore creating an index of the page. The page is then ranked according to the page content’s relevancy to the key term that is being searched for. The ranking, or relevancy, of a site is determined by referencing:

  • Page Content: text keyword density should be around 5-7% of code. This can be found using a Keyword Density Checker.
  • Organizing Codes: Page Title, meta tags, and keyword tags can all be used to increase keywords and relevancy of your site.
  • Link Popularity: the number of external sites that link to your site.

How to Implement SEO
We now get into the “how to” section of Rabogliatti’s presentation, which begins with his “designing for success” suggestions. User friendly sites tend to be the most SEO friendly, therefore ranking as more relevant than non-user friendly sites. Your web developer should pay close attention to the following aspects of the site architecture and layout in order to maximize SEO potential:

  • File and Folder Structure: folder directories should be as close to the root directories as possible. The further from the root directory, the more likely the search engine is to interpret the file as less relevant and important, resulting in a lower ranking or no indexing of the pages furthest away.
  • Page Layout: the actual content containing the keywords should be as close to the beginning of the code as possible.
    • Keep content at beginning of code. Content that begins after code line 150 may actually be ignored by most search engines.
    • Using Cascading Style Sheets (CSS) can help bring relevant content into the first few lines by referring to an external (CSS) file in order to give the instructions for what the page should look like.
    • Stay away from frame and table layouts, as search engines generally read these layouts differently than the order of importance.
    • Use Div / Layers in order to enable the code to tell the search engines which sections to read first, and therefore which are most relevant.
  • Navigational Structure: ensure every page is accessible from another within two clicks. This helps search engines index your site.

Social Media and SEO
Rabogliatti also introduced social media within the SEO context. Social media consists of online tools that people use to share opinions, insights, and information with one another in the form of text, images, audio, or video. It can be classified into four different types:

  1. Bookmarking Sites: users bookmark their favorite sites, which creates a link to that site, increasing the SEM power of the site. Examples include Del.icio.us or reddit.
  2. Media Sharing Sites: examples include YouTube and Flickr
  3. Blogs
  4. Content Syndication: people place press releases and announcements on these sites, which increase the search engine marketing power of the site. An example is Digg.

There are several things you can do to use social media to help increase your search engine marketing power:

  1. Make tagging and bookmarking easy by adding a tool below each article, post, or on each page inviting visitors to share this tool. An example includes Add This.
  2. Create Content: begin to contribute to the current discussion on whatever topics in your area of expertise are hot at the moment. Become a thought leader in your field by getting involved through posts containing your opinion and the information your target audience is looking for.
  3. Know How to Target Your Audience: do some research to find out what they want, and then give it to them through the creation of content.

Helpful Tools
The following are some helpful tools that Rabogliatti recommends in order to utilize search engine optimization most effectively:

Overall, Rabogliatti did a tremendous job presenting this valuable information to the attendees of the conference. As well as providing some helpful and descriptive “how to” tips, he was lively and entertaining, obviously passionate and knowledgeable about the topic. Thanks Neal, for your wonderful presentation and insightful SEO tips!

SEM II: SEM- Paid and Natural Recap!

Last week’s conference, “SEM II: Join the Evolution,” was a great success, providing its attendees with some first rate information on the basics of search engine marketing, both paid and natural, as well as “how to” information to get started. Held at the Ambassador Banquet and Conference Center in Erie, PA, which resulted in a strong turnout and several walk ins, which was surprising due to the thick layer of snow that covered the ground that morning.

Neal Rabogliatti’s presentation on how to implement Search Engine Optimization (SEO) included the next steps necessary to implement the strategy, which the majority of SEO presentation and articles readily available today do not provide. Not only did Rabogliatti present the basics, but he suggested specific steps to take to actually implement SEO, a step many are reluctant to take unless they are working directly with a client, being paid an hourly rate.

After a short intermission to allow Rabogliatti’s wealth of information to settle, Justin Seibert presented on the topic of Paid Search Marketing. Seibert’s presentation also served as the next step presentation for paid search. Instead of focusing on the basics of the medium, he gives detailed information about how to set up accounts on sites such as Google AdWords and Yahoo! Search Marketing to begin implementing your paid search marketing strategies.

Did you miss the conference? You didn’t miss out! Stay tuned for the next few posts on this eMarketing SIG Blog, in which we will be recapping both Rabogliatti and Seibert’s excellent presentations, in order to supply you with a taste of their experiences and knowledge they shared about search engine optimization and paid search marketing!

Search Marketing; One of the Triumvirate Three

Search Engine Marketing is one of three most essential online marketing strategies for businesses that are seriously committed to using the online channel to find new markets, build awareness, promote product and services, qualify and generate leads, acquire new customers and close a sale. The triumvirate three includes having a website and email marketing but I will cover those another time. 

New activities are emerging and becoming a significant influence on Search Engine Marketing.  This includes Web 2.0 activities commonly known as social media, social networks, and user generated content.  Sites like Facebook, Blogs, Video sites like YouTube and user reviewed sites like Digg all of have the ability to influence searcher behavior by generating valuable inbound links which are so important to a search optimization strategy. 

Effective online marketers are always looking for ways to enhance and improve website visibility in natural or organic search engine listings.  The primary goal for most is to increase the number of visitors and increase online conversions. 

Google Paid and Organic Search            

Optimizing your website involves a process of testing and tweaking website structure, search terms research, content creation and link equity. So understanding how to use Web 2.0 activities and linking strategies starts with understanding your particular audience and figuring out how they will benefit, if at all. 

However, Paid Search Marketing, also known as Pay Per Click (PPC,) is the fastest growing tactic used to drive relevant and qualified leads.  Google, MSN and Yahoo all have paid sponsor or advertising opportunities driving close to $6 billion dollars in 2006. One reason PPC is so compelling is because it delivers results almost immediately. Quick measurable results make PPC a smart way to plan your Search Engine Optimization (SEO) strategy. All the major search engines offer reporting and analytics tools so you can monitor and tack every click gaining valuable data to be used when planning your SEO strategy.  It makes sense to develop a combination of PPC and SEO strategies for driving traffic and generating leads.  

Search marketing is one of the tools you need to market in today’s digitally savvy world.  Search marketing is a long term strategic investment and marketers need to evaluate how it fits into their marketing plans. Start taking advantage of search and other tactics and technologies to grow your business and gain an edge.


sem2home.jpgBecome an eMarketing Rockstar! Attend the SEM II: Join the eVolution Conference. The web is outpacing all other media for user involvement.  This conference and other educational programs offered at the eMarketing Learning Center @ eBizITPA will help you understand, navigate and integrate Internet marketing strategies to support you business growth.  This evet is sponsored by the NWIRCErie Ad Club Members and Tech Council Members qualify for special rate.

Viral Marketing Strategies Not so Easy to Spread

email signatureWeb 2.0 Tools I recently presented at the Nonprofit Partnership’s Conference on Interactive Web Strategies That Build Your Nonprofit. The presentation provided an overview of online giving and why it’s on the rise. I covered many of the most popular interactive strategies, including interactive Web sites and e-mail marketing, and then focused on Web 2.0 activities; technologies that include group fundraising platforms and social networks to support fundraising and influence donors’ action.

After the event, I received an e-mail from one of the participants in my session asking for clarification on a few things. This person specifically wanted me to provide more detail about one of the topics I briefly discussed called viral marketing. I deliberately decided not to get into much detail on viral marketing because it is one of the most difficult strategies to successfully implement. However, I thought I would try and provide more detail on this topic since someone asked.

The terms “viral marketing” and “viral advertising” refer to marketing techniques that use social networks to increase brand awareness through self-replicating viral processes. Viral marketing is enabled by the Internet, and more specifically e-mail, by encouraging people to pass along a marketing or fundraising message to friends who view the message and then pass it on to their friends.Sometimes it is as simple as putting information in your e-mail signature or asking the e-mail recipient to forward an e-mail to anyone they feel would be interested in the information.

However, developing a successful viral marketing campaign that will get serious traction and reach is not that simple. If you work with an agency or marketing firm you definitely will want to get them engaged. You need to be very creative; just because you have a message you want to share does not guarantee others will find it interesting. It must appeal uniquely to the target group so that the users will generate the velocity of interest for pass-along, as well as uploading to their social network pages.

If you think you’ve got the bug and want to spread it around, here is some advice on how to get started. Keep us in the loop if you have success!  

Four step approach for developing a viral marketing strategy:

1. Understand the behavior of who you want to reach.  Relatively older (30+) online users are more likely to forward commercial or fundraising messages to friends or tell friends about a video, picture, game or an ad. Younger (25 and under) online users are more apt to use social networking sites to upload and share videos, photos, fundraising widgets and more. 

2. Create a viral message and/or object that appeals to the segment you want to reach.  What is the goal of your message? Here is where creative thinking really counts because you need to determine what form your viral marketing strategy will take. Is the message a promotion, a call to action, humorous content, jokes and cartoons. a video, a game, picture(s), a song, a contest? Whatever you decide, it must be self contained so it can be moved, passed along, or uploaded.  3. Put together a distribution and publicity plan.  Start with the obvious publicity channels like publications and ezines, news media and newswire. Identify the environments where your target group goes for interacting and where idea sharing spreads at super sonic speed. These could be online communities, affinity sites, forums, listservs, blogs, social networks, etc. Wherever your target group congregates is where you want to be.  

4. Develop a Search Engine Marketing plan.  Optimize the message or surrounding Web site with relevant keywords and phrases. This will extend your reach and capture those who hear the buzz but have not been exposed to the message or object. 

Examples: Very basic viral e-mail marketing in signature:

email signature

email signature

Automated marketing e-mail campaign management tool with “send to friend” option:

 send-to-a-freind.jpg

 Animated e-mail cartoon messages:  great job animated cartoon 

Method’s “Share your confessions and come clean…”: http://www.comeclean.com

 Clean Methods confess your sins viral marketing object

Nonprofit message “Operation Gratitude” video:

http://www.youtube.com/watch?v=02tcb7b34do

Nonprofit promotional message “Instant Karma: The Campaign To Save Darfur”:

http://www.youtube.com/watch?v=XGbP23uHYE8

To learn more about viral marketing, visit these resources: 

Web Marketing Today http://www.wilsonweb.com/wmt5/viral-principles-clean.htm      Dr. Wilson is a sage when it comes to Internet marketing.  He also presented at eBizITPA’s Internet Sales and Marketing Conference in 2005

Read Seth Godin’s book “Unleashing the Ideavirus”.  I have it on CD and it explains the viral marketing phenomena and includes word of mouth and permission marketing.

seth godin viral marketing idea virus     http://www.sethgodin.com/ideavirus/


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